Predict Consumer Decisions with Choice-Based Conjoint
What you'll learn
- Understand the capabilities of Choice-Based Conjoint and Discrete Choice Experiments
- Recognise the requirements of running a CBC and DCE research project
- Be able to develop and run your own small scale CBC and DCE project
- Practice your design and analysis skills with real data sets and extra examples
- There is no assumed knowledge for the early topics in this course.
- For those progressing to the advanced topics in this course an understanding of introductory level statistics is recommended.
- Access to MS Excel for running analysis is essential for those progressing to advanced topics. Additional topics covering analysis using SPSS are also provided but they are not essential.
Choice-Based Conjoint, also often called Discrete Choice Experimentation, is a powerful research and management tool that allow us to understand and predict people's preferences. Whether it is a manager wanting to predict product preferences, a health researcher wanting to explore the treatment preferences of patients, or a transport engineer examining people's choices of public transport this tool can provide the insight needed.
This course starts with an introduction to the capabilities and applications of Choice Based Conjoint that is suitable for all audiences. It explains the basic requirements of a CBC research project, and details the outputs that can be obtained. The course then continues on to more advanced topics where you will get training and hands on experience developing and running a CBC project. This includes design, data collection, analysis and reporting of results.
This course is suitable for managers, marketing/business researchers, and academic researchers interested in building an understanding of CBC.
If you are a PhD student I am happy to provide a discounted rate for this course. Please contact me through the Udemy messaging service. Provide your university email address, your name, and a link to your supervisor's profile on your university website.
Who this course is for:
- Managers wanting to understand the capabilities of CBC and DCEs for measuring people's preferences
- Researchers wanting to learn how to implement CBC and DCE projects
I obtained my PhD in Marketing several years ago, having specialised in studying advanced research methods for understanding consumer purchase decisions and word of mouth behavior. Since then I have worked as an Assistant Professor at several universities around the world running various industry and academic research projects.
I have taught advanced research methods in an industry setting and also to both undergraduate and postgraduate students at universities.